Last winter, James and Michael Newman were tossing around ideas on how to better promote their company, Noco Energy Corp.

The brothers considered a number of things, but then they caught Terry Pegula’s news conference after he bought the Buffalo Sabres.

That did the trick.

They reached out to the Sabres and, in short order, a long-term deal was crafted that allows the Town of Tonawanda-based company to have its green and orange logo painted on the ice of First Niagara Center.

“I’ll admit our talks and consideration of the Sabres came together fairly quickly after seeing what Terry Pegula promised and did,” said Michael Newman, Noco executive vice president.

The company is among several new sponsors that came onboard after Pegula acquired the National Hockey League franchise.

On and off the ice, Pegula and his management team – which includes his wife, Kim, and Sabres President Ted Black – have created a sense of optimism stronger than anything the franchise has seen since the Knox family ran it.

The honeymoon period, now in its eighth month, has seen new sponsors join and existing ones revamp their relationship with the team.

The “Pegula factor” also came into play for Atwal Eye Care, another new sponsor this season. The company, which will sponsor the opening face-off, also is the official Lasik surgery provider to the Sabres, beginning this season.

“We thought about the Sabres for a number of years, but this year, because of what the new owners have invested, we felt like we had to be part of it,” said David Korzak, Atwal administrator. There are just so many positives that Terry Pegula has brought to the team. You can feel a new level of enthusiasm that wasn’t there, even in the early Golisano years.”

Atwal and Noco are prime examples of how the business community has rallied behind the team. So is First Niagara Financial Group, which not only increased its Sabres-related marketing plan but secured naming rights for the former HSBC Arena.

First Niagara, which is in the process of acquiring 195 branches from HSBC Bank USA, crafted a deal in August to pick up the naming rights through 2026. It involves significant signage inside and outside the arena, including the Washington Street facade, the center-ice scoreboard and ATMs throughout the venue.

It also gives the bank exposure in Upstate New York markets and portions of Pennsylvania, where it is setting up through other acquisitions. According to Kelly, First Niagara is mapping out a marketing strategy that plays off its partnership with the Sabres.

“We wanted to feed off of that kind of energy and loyalty that people are feeling about the Sabres,” Kelly said. “Our decision was almost a slam dunk, knowing how people feel about the Sabres and the Pegulas. Let’s face it, the Sabres are being talked about – and in a good way – almost every day.”

In keeping with his quest for the team to win Stanley Cup championships, Pegula has invested heavily in player contracts, bought the Rochester Americans American Hockey League franchise and launched a series of renovations at First Niagara Center. Sponsors and ad partners have taken notice.

“The investment he (Pegula) made was not lost on us,” said Michael Newman.

Noco operates 32 convenience stores, mostly in Western New York. Its other operations include lines of natural gas, propane, heating oil and electricity marketed to residential and commercial customers.

The company had done smaller campaigns with the Sabres and has leased a suite in First Niagara Center since the building opened in 1996.

“The strong Sabres buzz created the perfect scenario for us,” James Newman said. “Our hope is that we can use the Sabres’ connection to re-introduce Noco and the Noco brand to new customers.”

A dramatic shift in public perception since Pegula bought the Sabres was a factor in the Newmans’ decision to seek more sponsorship opportunities. Now, for the first time, the Noco logo will be on the ice, almost directly in front of the timekeeper’s bench.

“Exposure was a big issue for us,” James Newman said. “Our logo, our company’s name, will be hard to miss during the season.”